Individual Case Analysis

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Indiana University, Bloomington *

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C201

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Marketing

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Feb 20, 2024

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Jackson Dumas Individual Case Analysis C-204 Cannon 26 September 2022 Mad Rabbit has made a substantial impact on the way the tattoo industry is perceived and by utilizing the brand to its target audience, they have found the formula to their business. The indomitable advocacy for consumer well-being, product comfortability, and their unique way of collaborative commerce has certainly set them apart from the competitors. This report will cover a wide range of research regarding Mad Rabbit’s future progression in outreach, along with a summary of the viable target audiences. The first portion of the report will detail an overview of the company's current offerings to its consumers, critiquing the strengths and weaknesses of each factor, and after will follow with external factors congruent with the company's marketing capability in the industry. The end portion will directly review the companies' advocacy for diversity and inclusion across the board, concluding with my developed plan. Mad Rabbit Strengths and Weaknesses The tattoo after care industry has been getting into motion these past few years. Several individuals have been in the market for some supple skin and that’s where Mad Rabbit comes in. Mad Rabbit comes in with a product that will not only suit the needs of one skin type but a plethora of them. Mad Rabbit satisfies its consumer base with a product that provides all natural ingredients, with the implementation of revitalizing nutrients. Caring about the customer is not always found in every company and with Mad Rabbit providing exceptional service to its customers, we can see this as a huge strength within the company. The company has applied vitamin c, zinc, and other nutrients that are all prime factors in skin care. Mad Rabbit can certainly progress, to deter its weaknesses with these innovative implementations. Mad Rabbit provides a youthful vision to its customers and having the creative utility shows its passion. To construct this business ethically and meet several key points in a successful business is certainly not easy and at this point in Mad Rabbits business they have been universal. When looking at who built Mad Rabbit, we see Oliver Zak at the forefront of this establishment and the company growth made from this exceptional CEO has been interesting to explore. When looking at a company it's essential to see who the person behind the project is and for several other companies, the CEO isn’t always as exceptional as Oliver. The collaboration that’s required within companies has been utilized significantly with Mad Rabbit. This strength is in due part to the leader's goals within the company. Mad Rabbit proposes cutting edge products along with innovative people behind its production and this advantage they have over some competitors can solidify their position.

Mad Rabbits greatest weakness is its fresh appearance in the market, reaching the mark of 2 years in business. They are relatively the new kids on the block and with this title, Mad Rabbit will be breaking into a competitive environment. Initially Mad Rabbit came into the industry with a product that has been declared by several other companies. After Inked has been able to create a product that meets the demand of most consumers. After Inked proposes huge challenges to Mad Rabbit given this company has many outstanding advantages. Being founded in 2007, After Inked differentiated its product immediately, making it even more difficult for outstanding competitors to break their already well-developed consumer base. Mad Rabbit has been able to establish itself across the market, although it needs to branch out to a variety of consumers in order to mark its place in the tattoo after care industry. Three key determinants that play a prime role in the future success of Mad Rabbit The sports industry is influencing the tattoo culture in young adults emulating athletes The latest released basketball game 2K23 is a prime example of the way the sports industry is influencing young adults. In this game you see an incentive to level up your player with the reward of tattoo slots, and this achievement is shown to be congruent with a portion of the gaming demographic. Leah Asmelash, a culture/news writers states “From sprawling sleeves to intricate face tattoos, the NBA has become not just a hub for world class basketball, but also for body art”. Across the sports audience, you are seeing people emulate the basketball players' style, which is being painted on the skin of this audience. Keeping in mind that 2K23 has been around for 3 decades, the idealization of these figures could have been a primary driving factor in the tattoo after care market for other companies. Mad Rabbit indirectly speaks to this audience with its variety of aftercare products. In a CNN report, they rank the most tattooed players in the NBA, with one stating “Barnes got the large angel on his stomach to honor the memory of his mother who died of lung cancer in 2007”. The memorable tattoos like this show, the market for tattoos across the world is universal, given humans have an invariable amount of different life experiences. Mad Rabbit can thrive in the market of sports but the key factor here is it can thrive in an audience of audiences, making their reach abundant. To emphasize the general audience that can be attracted, Microsoft published rankings of most played games stating “NBA 2K23 as of September 29, 2022, is ranked among the top 5 played games on Xbox live”. The audience within this demographic are “die hard” sports fans who look up to their favorite athletes. By learning from the sports industry and its unlimited potential for outreach, Mad Rabbit may be able to gain an advantage in its industry. Utilizing the ideas offered here, Mad Rabbit can expand its current consumer base and increase revenue.

Young Adults are getting tattoos due to the substance behavior developed The usage of alcohol in young adults has become a huge issue in many fields, and it leads to several problems. Although that is the case it has opened a profitable path for the tattoo after care industry. Mad Rabbit can shift its marketing focus to this demographic, given this audience is demanding its services. The National Library of Medicine conducted a study finding that “Alcohol, marijuana, antidepressants, and sedatives were significant correlates of having tattoos”. It is prevalent that tattooing among troubled adolescents has a direct relationship to alcohol, although making that the selling point wouldn’t attract this audience. Showing that Mad Rabbit caters to the needs of the tattooed, can present an idea of what is being offered. The Kaiser Family Foundation study mentions “Seventeen (17) percent of teen girls and 15 percent of teen boys say that kids learn that “it’s okay to use alcohol and drugs.”(Faiser Family Foundation, 2000). In alignment with all these data points, Mad Rabbit can educate this demographic on the importance of aftercare. Mad Rabbit may find it unethical to direct its attention towards a crowd based upon that background. However, Kim Speier, an inbound marketing specialist, states “The most significant benefit to attracting a Millennial audience is their potential long-term value to a brand.” Mad Rabbit can combat other competitors with a long-term customer relationship within the company. YouTube Videos about video games make up a substantial portion of users Reaching users of media platform in general can be an extensive challenge, although with the help of YouTube, it may be as easy as a click. Gaming has certainly shifted the market based on the perceptional view of tattoos and attracting this audience can open Mad Rabbits opportunity window. In 2020, YouTube had “over 40 million active gaming channels and, globally, there were over 100 billion hours of gaming content watched on YouTube”. Across the board people are watching gaming streams daily with consistent watch times. It may be in Mad Rabbit’s best interest to consider sponsorships with high performing gaming channels. 2K is influencing the gamers to get tattoos of their emulated basketball stars. If Mad Rabbit flips the role by marketing it’s aftercare product to the audience of YouTube streamers, Mad Rabbit may see a huge opportunity. For example, Chris Smoove, a popular 2K streamer, ranking as one of the “Top 500 YouTube Streamer in the United States of America”. His content revolves around the videogame 2K, and he has been creating videos like this for many years. Mad Rabbit can sponsor this specific influencer and raise the possibility of attracting customers in that demographic.

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Mad Rabbit has targeted the diverse male consumer base in the past with YouTube videos. Although placing the attention on a more prioritized platform can increase the audience that Mad Rabbit’s looking for. Mad Rabbit should implement sponsorship teams, in order to appeal to its targeted influencer. Other factors: the advocation for diversity and the attention to consumer well-being The three key determinants serve as a solid foundation for Mad Rabbit’s future. However, there is still some outstanding information that can be useful to the consumer base and trends. While the targeting of the sports demographic was discussed, the underlying advocation for a specific audience wasn’t mentioned. Being able to resonate with your consumer is a prime factor in building a relationship and showing you work towards a similar mission can draw them closer. Top Design Firms, relays a study that finds “nearly two-thirds of consumers (64%) are at least somewhat likely to purchase a product immediately after seeing it advertised if the brand embodies diversity and inclusion.” People are searching for an ethical company when they shop, and Mad Rabbit should continue to advocate for the different skin-colored backgrounds. People don’t only admire ethical transparency but being able to relay that in your products is key. The natural ingredients that Mad Rabbit uses in its after-care items are essential for sensitive skin types. While that is great, homing in on the price to quantity ratio is key to the customers' satisfaction. In a product review on the Mad Rabbit website, the customer mentions “I expected a bigger bottle for that price, maybe it can be adjusted in the future.” Although every customer won't be happy with a product, it's best to optimize customer satisfaction. Solid foundation within a consumer relationship is essential and Mad Rabbit seems to be on a prosperous track in the future. However, if the company utilizes these factors, its consumer relations will be in a better position. Brief Summary The tattoo industry is a blank canvas, ready for painting. While Mad Rabbit has a relatively fair customer base and a steady strategy for marketing, it hopes to expand its marketing channels and consumer portfolios. In the competitive industry of tattoos, it is imperative to track viable demographic targets and differentiate from its competitors. To gain an upper hand, Mad Rabbit should target the sports community and popular social media influencers with the goal of long- term customer relationships to grow the tattoo after care audience further.

Work Cited Braithwaite R;Robillard A;Woodring T;Stephens T;Arriola KJ; “Tattooing and Body Piercing among Adolescent Detainees: Relationship to Alcohol and Other Drug Use.” Journal of Substance Abuse , U.S. National Library of Medicine, https://pubmed.ncbi.nlm.nih.gov/11547624/ . National Survey of Kids and Their Parents about Famous Athletes ... - KFF . https://www.kff.org/wp-content/uploads/2000/09/3070-nr-national-survey-of-kids-and- their-parents-about-famous-athletes-as-role-models.pdf . Sansone, Randy A, and Lori A Sansone. “‘I'm Your Number One Fan’- a Clinical Look at Celebrity Worship.” Innovations in Clinical Neuroscience , Matrix Medical Communications, Jan. 2014, https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3960781/ . “Most Played Games.” Microsoft Store , https://www.microsoft.com/en-us/store/most-played/games/xbox . Kessel, Patrick van. “10 Facts about Americans and YouTube.” Pew Research Center , Pew Research Center, 27 July 2020, https://www.pewresearch.org/fact-tank/2019/12/04/10- facts-about-americans-and-youtube . Wyatt, Ryan. “2020 Is YouTube Gaming's Biggest Year, Ever: 100B Watch Time Hours.” Blog.youtube , YouTube Official Blog, 8 Dec. 2020, https://blog.youtube/news-and- events/youtube-gaming-2020/ . NickDePaula. “Inked up: How NBA Players Embraced Tattoos and Changed the Game.” Andscape , Andscape, 18 Aug. 2022, https://andscape.com/features/how-nba-players- embraced-tattoos-and-changed-the-game/ . Newman, Eric. “The Most Tattooed Athletes.” Bleacher Report , Bleacher Report, 3 Oct. 2017, https://bleacherreport.com/articles/1054662-the-most-tattooed-athletes . Asmelash, Leah. “The NBA's Burgeoning Tattoo Culture Has Created a New Type of Influencer.” CNN , Cable News Network, 6 Nov. 2021, https://www.cnn.com/style/article/nba-tattoos-kuzma-rose-clarkson-cec/index.html . Chris Smoove's YouTube Stats (Summary Profile) - Socialblade . https://socialblade.com/youtube/c/chrissmoove .

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